Building resilience to negative information and increasing purchase intentions in a digital environment

Torres, Pedro; Augusto, Mário

doi:10.1016/j.jbusres.2018.11.045

Cited by 41 publications

(37 citation statements)

References 61 publications

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“…The current study enhances the insight of consumer-brand associations in three main ways: First, we clarify why consumers are resilient to negative information about some specific brands by applying the brand knowledge and brand involvement. The results fill a research gap, which brand involvement plays as a driver to consumers' resilience to negative information (Torres and Augusto, 2019;Zarei, et al, 2020). These results might explain brand knowledge's critical role that the gained knowledge will boost consumer-brand-related outcomes (Fritz et al, 2017).…”

Section: Theoretical Contributionsmentioning

confidence: 70%

“…Scholars addressed resilience to negative information (RNI) that can help brands avoid negative consequences due to the existence of loyal consumers who have a higher tendency to stay resilient to any negative information (e.g. Torres, and Augusto, 2019;Cleeren et al, 2013;Koll and Von Wallpach, 2014). Resilience to negative information (RNI), refers to the extent to which consumers do not allow negative information to diminish their general view of a brand-thus may indicate the strength of a consumer-brand relationship (Eisingerich et al 2011).…”

Section: Introductionmentioning

confidence: 99%

“…Numerous studies have discussed the importance of the RNI concept in the marketing domain, especially social media platforms. Taking a study conducted by Torres and Augusto (2019) in the banking industry, marketing managers have less control over consumers' information because consumers are mainly the co-creators of value; thus, building resilience to negative information is a must. They found that in digital environments, where products are highly exposed to negative information, a product is highly forgiven for its mistakes when consumers perceive it as having an attractive brand personality and tend to create a positive attitude and engage in positive talks about brands.…”

Section: Introductionmentioning

confidence: 99%

“…Based on reviewing the literature, the relationships between online brand communities' characteristics and brand involvement received considerable attention. However, examining brand involvement as a driver to better understand consumer-brand relationships received little attention, and understanding the process that leads to resilience to negative information is imperative (Torres and Augusto, 2019;Zarei, et al, 2020). In other words, research efforts related to investigating the role of interaction in building online brand community relationships, are still limited (Wang, et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

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Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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Purpose This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation. Findings The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand. Practical implications Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

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Section: Theoretical Contributionsmentioning

confidence: 70%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

View full text Add to dashboard Cite

show abstract

“…Brand attitude corresponds to consumers' overarching evaluations of a brand (Colliander & Marder, ) and can be defined as “a relative enduring, unidimensional summary evaluation of a brand that presumably energizes behavior” (Spears & Singh, , p. 56). When a consumer has a positive attitude toward a brand, it is likely to affect their intentions to purchase the brand (e.g., Torres & Augusto, ; Voester, Ivens, & Leischnig, ).…”

Section: Hypothesesmentioning

confidence: 99%

Antecedents and outcomes of digital influencer endorsement: An exploratory study

Torres

Augusto

Matos

2019

Psychology and Marketing

Self Cite

226

115

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The advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a sample of 307 followers of digital influencers, a model was tested and group analysis was performed for two categories (“entertainment & video games” and “fashion & beauty”). The results show that both brand attitudes and purchase intentions are influenced by the digital influencer's attractiveness (which includes both likeability and familiarity) and by the congruence between the digital influencer and the brand. This study makes several contributions to both theory and practice, which are highlighted in this paper.

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Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love

2021

Self Cite

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This study examined the influence of different value dimensions of gamification on two important marketing outcomes, brand loyalty and word‐of‐mouth (WOM), using a mixed methods approach. A fuzzy‐set qualitative comparative analysis (fs/QCA) is employed alongside structural equation modeling (SEM). These methods showcase nuances that contribute to the understanding of the effects of different value dimensions. Although the SEM results stress the mediating role of brand love, the fs/QCA results indicate that brand love is a core condition for brand loyalty, but it might be indifferent to obtaining positive WOM. Different paths can be sufficient to produce the outcomes of interest. The value dimensions of gamification can be substitutes, contingent on the presence of other conditions, thereby providing a novel perspective. These findings advance our knowledge of the functioning of gamification and can serve as a guide for practitioners seeking to employ gamification experiences to alter consumers' behavior.

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Building resilience to negative information and increasing purchase intentions in a digital environment

Cited by 41 publications

References 61 publications

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Antecedents and outcomes of digital influencer endorsement: An exploratory study

Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love

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